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BetMGM becomes official partner of NFL in Canada


Entain-MGM joint venture BetMGM has agreed a deal that will make it an official sportsbook partner of the National Football League (NFL) in Canada.

The deal comes ahead of the first NFL season since the Canadian province of Ontario opened its regulated betting and igaming markets. BetMGM was one of the first operators to launch, receiving its licence when the market opened on 4 April.

“Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season,” said BetMGM chief executive Adam Greenblatt. “We’re already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience.”

BetMGM is already one of the NFL’s official partners in the US.

Under the agreement, BetMGM may use NFL logos in Canada and advertise on the NFL’s official digital platforms. It may also offer NFL-related experiences as part of its VIP scheme.

“We are thrilled to be working with BetMGM in Canada as an Official Sportsbook Partner,” Gavin Kemp, senior director of corporate partnerships for NFL Canada, said. “BetMGM delivers a unique gaming platform to this emerging market and will enhance the NFL fan experience in Canada in new and innovative ways.”

BetMGM joins the Ontario Lottery’s Proline brand as a partner of the NFL in Canada. Proline became the first operator to sign such a deal in February.